How Cindtoro helped a lending firm increase quality leads with Digital Ads

Company Overview

A financial services firm dedicated to providing capital to those searching for hard money bridge loans, helping to offer flexible solutions for nonconforming, income-producing real estate. The firm was founded in 2003 and has performed $1B+ in loans.

Goals

The company had two main overarching goals: the first goal was to increase traffic to relevant webpages, and the second goal was to increase the number of leads from people searching for commercial hard money lending services.

Challenges

Needed a well structured conversion focused landing page

The company did not have any of these landing pages ready so they had to be created. We also needed one (1) landing page for every location they wanted to target

Lacked Location Specific Keywords

For an advertising campaign to reach the correct target audience we need to use keywords. Not any old keywords will do. These keywords have to be specific to the target audience and the locations the lending firm was looking to promote.

Lacked Location Specific Ads

The company had no location specific ads. We had to create them from scratch and develop a model we could use to implement future locations anytime they requested them.

What We Did

We took three important steps to overcome their challenges and achieve their objectives. 

First - Conversion Focused landing pages

For the strategy to work properly we needed to craft quality landing pages that can be duplicated for each location they were looking to promote. We developed an outline for the web team to follow to make the webpage conversion focused then we engaged the web team to build what we outlined.  

Second - Created Location Specific Ads

We worked with the client to create custom location specific ads that matched the content on each landing page.

Third - Targeted Location Specific Keywords

To target the right users at the right time we used our in-house agency research tools and manual review process to find us the best keywords that would match with search intent and landing page content.

Fourth - Geofenced Specific Areas

To further ensure we were reaching our target audience we geofenced the ads to specifically only show to users who were in the locations the company was looking to reach AND only trigger when they used the location keywords.

Results

We created a total of 7 landing pages targeting Florida, California, Texas and Arizona, Utah, Colorado, Washington

The results of the overall campaign were quite impressive. This is the breakdown of the numbers:

Total Campaign Spend $15,047.76
Clicks 1,731
Total Impressions 37,307
Overall Click Through Rate (CTR) 4.64%
Overall Cost Per Click (CPC) $8.69
Total Phone Calls 179
Total Form Submissions 72

We found that of the 7 state specific “micro” campaigns. There were 4 states that stood out. The campaign received the most engagement from Florida, California, Texas and Arizona here is the breakdown of those campaigns.

Florida
Impressions 9,928
Clicks 468
Click-through-Rate (CTR): 4.71%
Phone Calls 60
Form Fills 24

California
Impressions 9,130
Clicks 397
Click-through-Rate (CTR): 4.35%
Phone Calls 46
Form Fills 16

Texas
Impressions 8,456
Clicks 392
Click-through-Rate (CTR): 4.64%
Phone Calls 50
Form Fills 15

Arizona
Impressions 3,203
Clicks 132
Click-through-Rate (CTR): 4.12%
Phone Calls 6
Form Fills 6